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This new edition of The Successful Marketing Plan details an easy-to-follow and completely updated methodology for creating a results-focused, customer-driven marketing plan. Internet marketing issues and challenges receive much greater attention, including an entirely new chapter as well as seamless integration throughout the text.

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From the Back Cover

Through thirteen years and two previous editions, The Successful Marketing Plan has shown more than 40,000 business owners and marketing pros how to write marketing plans that define and fulfill the needs of their target markets. Now, in this substantially revised and expanded third edition, Roman Hiebing Jr. and Scott Cooper outline methods for developing objectives, strategies, and tactics to create a marketing plan that delivers the bottom line.

Separating the plan into ten market-proven, manageable components, The Successful Marketing Plan explains how to

Find the data you need to develop your plan

Conduct a comprehensive situation analysis

Set realistic sales objectives

Position your products through a strong branding program

Condense your plan into a workable calendar of activities

Arrive at a realistic budget and payback schedule

Evaluate and test the plan's effectiveness

Updated to reflect today's rapidly changing marketplace, it now includes completely new chapters on two of today's hot-button topics--Internet media and brand positioning. A unique "Idea Starters" grid with more than 1,000 idea combinations designed to meet any challenge is included, along with new information, statistics, worksheets, and action items for every chapter.

All great marketing begins with a great marketing plan. Let The Successful Marketing Plan guide you step-by-step through everything you need to know to create a comprehensive "real-world" marketing plan that will enable your company to thrive and grow in today's cost-conscious, winner-take-all competitive arena.

About the Author

Roman G. Hiebing Jr. is CEO of The Hiebing Group, a full-service advertising, marketing, and public relations agency whose clients include or have included Nestlé, Kimberly Clark, McDonald's, Orkin, Swiss Colony, and others. Hiebing also teaches advertising and marketing at the University of Wisconsin.

Scott W. Cooper is the senior vice president of marketing and branding for Brown Shoe Company, a $1.76 billion footwear company whose divisions include the 930-store Famous Footwear chain and other leading brands such as Naturalizer, Buster Brown, Life Stride, Dr. Scholl's, and many more. Cooper is the former president of The Hiebing Group.